What Törnqvist Said, and Why It Matters
Törnqvist didn't mince words:
“Sweepstakes casinos do not operate inside a regulated framework and that’s not something we support. Our commitment to regulated markets is absolute. We will never supply our games to sweepstakes casinos.”
This isn't just a statement; it's a line in the sand. While other companies, like Light & Wonder, have expressed reservations about sweepstakes casinos, they're leaving the door open for future partnerships if regulations change. Play’n GO, on the other hand, is slamming that door shut and throwing away the key.
More Than a Statement, It’s a Business Strategy
Chief Commercial Officer Magnus Olsson acknowledges that this decision isn't without its costs:
“It’s no secret we’re leaving money on the table, but we want a sustainable industry that protects players and ensures we have a future.”
This isn't the first time Play’n GO has prioritized ethics over profits. The company was also the first to reject 'bonus buy' features, which have since been banned in the UK and Netherlands. Their commitment to responsible gaming is not just talk, it's action.
And it's paying off. Recently, Play’n GO received recognition from Tipico in Germany for their regulatory alignment, proving that doing the right thing can also be good for business.
Why Play’n GO Sees Sweepstakes as a Risk
Shawn Fluharty, Head of Government Affairs at Play’n GO, didn't hold back in his assessment:
“Sweepstakes casinos threaten the regulated market model that many of us in the industry have worked so hard to achieve. Regulators have long memories—anyone doing business with sweepstakes casinos today will find it very difficult to do business in a future regulated market.”
The message is clear: engaging with unregulated platforms now could have long-term consequences. It's not just about immediate profits; it's about the future of the industry.
The Bigger Picture: Regulation Is Coming
The tide is turning against sweepstakes casinos, with several states taking legislative action:
- Montana: Senate Bill 555 is just waiting for the governor’s signature, and if it passes, Montana will be the first state to completely ban sweepstakes casinos. This move sets a strong precedent, signaling zero tolerance for these platforms operating in legal gray zones.
- Louisiana: The state Senate has already passed SB 181, which brings serious consequences for violators, with fines up to $100,000 and possible prison time up to five years. Louisiana is sending a clear message that unregulated sweepstakes casinos won’t be tolerated within its borders.
- Connecticut & New York: Both states are moving fast to ban sweepstakes casinos, targeting that tricky dual-currency system operators use to dodge gambling laws. These bills don’t just go after the platforms, they also propose hefty fines for suppliers, payment processors, affiliates, and even players who get involved. The pressure is already making waves, with several sweepstakes casinos pulling out of these states ahead of the crackdown.
- Other States: Illinois and Maryland aren’t sitting still either, they’re actively weighing legislation to ban or regulate sweepstakes casinos. Across the country, more states are stepping up to protect consumers and safeguard regulated gaming markets.
The message from lawmakers is clear: the loopholes that have allowed sweepstakes casinos to operate are closing.
Why This Moment Matters
Sweepstakes casinos have thrived in a legal gray area, using dual currencies like Gold Coins and Sweeps Coins to mimic real gambling while avoiding gambling regulations. But as regulators move to close those loopholes, suppliers are under pressure to pick a side: support the regulated market or risk long-term damage by chasing quick wins in unregulated zones.
Play’n GO's firm stance may encourage other suppliers to reevaluate their positions and could influence how lawmakers and regulators structure new rules going forward.
Conclusion: Principles Over Profits
Play’n GO's leadership isn't just distancing themselves from sweepstakes casinos, they're building a brand around regulatory trust and future-ready partnerships. With pressure growing across the U.S., the industry may soon see a tipping point where regulatory alignment becomes non-negotiable.
As Törnqvist puts it:
“The future belongs to those willing to play by the rules.”
In an industry often criticized for prioritizing profits over players, Play’n GO is proving that it's possible to do both. Their unwavering commitment to regulated markets sets a new standard, and others would be wise to follow their lead.
Blaise Luis
